houseware & soft furnishings
TRANSCRIPT
HOUSEWARE & SOFT FURNISHINGSAn Ireland retail perspective
Housing boom boosts housewares sales.
Multiples move into homewares.
Home accessories offer growth potential.
Differentiation through design.
Retail partnerships for profit.
NOVEMBER 2000
Market SizeThe housewares market in Ireland wasworth IR£526m in 1999 or STG£412m atretail prices.The four main productcategories covered in this report are: softfurnishings, carpets, lighting, and mirrorsand frames.
Northern Ireland accounts for STG£160msterling or 39% of the total market, againstIR£322m in the Republic.
The market is forecast to grow 20% by theyear 2001, with the market in the Republicprojecting 25% growth against 13% inNorthern Ireland.
A sustained period of economic growth(7% forecast for 2000 in the Republic and2.8% in NI) coupled with a buoyantresidential housing market are the keydrivers behind the housewares sectorgrowth.The number of households is onthe increase, with almost 60,000 newdwellings being projected annually for thenext three years.The baby boom from the70’s is increasing the young/adultpopulation, as is the significant number ofimmigrants returning home to exploit thebenefits of the Celtic Tiger.
SegmentationSoft furnishings is the largest and mostimportant segment of the Irish housewaresmarket accounting for 44% of the totalmarket by value. Carpets account for 38%,lighting 12%, and mirrors and frames 6%.
Within housewares, the soft furnishingssector has experienced the highest growthof approximately 60% in the past five years.This is expected to continue with therecent influence of fashion designers andmaterial innovation on productdevelopment. Window dressings, cushionsand covers are the fastest growing productcategories within this sector.
Higher disposable incomes, the influenceof fashion, combined with consumerconfidence and new lifestyle trends areall having an effect on the type ofhouseware products which Irishconsumers are purchasing.
ManufacturingIrish manufacturers’ estimated share of thedomestic housewares market is 25%(IR£132m).Their influence is strongest inthe market for soft furnishings, kitchentextiles and carpets sectors, which are soldprimarily through quality independentretailers and department stores.
Irish products are associated with highquality. Retailers expect a dynamicattitude from their suppliers and rely onthem to introduce innovation in productstyles and colours.
P A G E 1
Topline SummaryContents
Topline Summary 1
Market Size 4
Factors AffectingGrowth 6
MarketSegmentation 10
Key Brands 17
Retail Trends 18
Manufacturersin Ireland 20
Advertising andPromotion 22
Future Outlook 24
Recommendations 24
Key Retailers 27
Market Sources 31
Useful Web Sites 32
This publication hasbeen produced by:InterTradeIreland,Enterprise Ireland,LEDU and IDB forNorthern Ireland.
RetailingIndependent retailers dominate the Irish housewares market. Housewares are sold in furniturestores as part of the ‘one stop shopping’ concept and in specialist housewares, giftware andgeneral homeware stores.
DIYstores are increasingly becoming an important distribution channel especially for durablessuch as flooring, lighting, and mirrors and frames.
Advertising and marketingAdvertising and marketing expenditure is dominated by the retailers, and press is the mostpopular media accounting for 63% of the total advertising expenditure in Ireland.
Retailers expect their suppliers to provide marketing and sales support in the form of brandsupport, brochures, staff training and retail support.
Future opportunitiesThe Irish market is expected to grow by 20% over the next two years, reaching a value ofIR£630m by 2001.This offers Irish manufacturers substantial opportunities to increase sales.
Manufacturers need to consider several key success factors:
• New product developments to take account of changes in lifestyle, changingconsumers tastes and international/European trends, and co-ordination withfurniture trends.
• The pace of new product launches/updates needs to be accelerated to meetEuropean competitors standards, ie every 2-3 years.
• Simple ranges of functional contemporary designs at affordable prices are commonelements of the most successful ranges in the market today.
• More selective retail distribution with tighter key account management andretailer support programmes to include product training, display, brochures andterritory exclusivity.
• Attendance at the various trade shows to view international and Europeandesigns/materials and to research upcoming trends in the wider furniture andfashion business.
P A G E 3
P A G E 4
The housewares sector includes a wide range of household textiles and furnishing products;this report considers the following four categories in detail:
• soft furnishings
• carpets
• lighting
• mirrors and frames.
The Irish market for these houseware products was worth an estimated IR£526million in1999 or STG£412million at retail prices.This represents a 55% increase since 1995.
Northern Ireland accounts for close to 39% of the market value, indicating that there is ahigher expenditure level per capita in the North than in the Republic. However, the RoI markethas been more dynamic over the recent five-year period, having increased by 66%, asopposed to 40% growth in NI.
Growth in the housewares market has been primarily driven by the soft furnishings sector,with almost 60% increase over the five-year period.This is highlighted in the ‘Marketsegmentation’ section of the report.
Market Size
19951
19972
19993
5 yearchange %
STG£m IR£m STG£m IR£m STG£m IR£m
NI 114 146 134 171 160 204 +40%
ROI 152 194 200 256 252 322 +66%
Total 266 340 334 427 412 526 +55%
Market Size (Retail Prices)1 Source: Market Opportunities
Report 1995 (ABT, IDB, IFI)
2 CSO estimate that the annual ROIhousehold consumption ofhousehold textiles and furnishingsin 1998 was IR£130m, excludingrepairs. Carpets account forapproximately 30% of the furniture& carpets category figure(IR£110m). Lighting and Mirrors &frames are included in the ‘houseappliances’ section and areestimated to have accountedtogether for around IR£47m.TheRoI housewares market cantherefore be valued at IR£287 in1998, up 12% from 1997.
3 PwC’s latest market sizeestimates are based on an indepth analysis of the availablestatistics, a review of the currentmanufacturing/supply base andretail interviews across thecountry.
4 STG£1 = IR£1.2775;
P A G E 5
Analysis of the import and export statistics for RoI is presented in the table below.
• Imports of furnishing products into Ireland in 1999 (at retail prices) accounted forapproximately 75% of the housewares supplies. Northern Ireland is excluded from theabove analysis as its trade figures are reported with the UK statistics. However,Northern Ireland is a significant importer of housewares and it is thought that similaror higher proportions of imports to indigenous supply (75-80%) will apply.
• Ireland’s main trading partner is Britain, which accounts for the highest proportion ofboth imports and exports.
• Domestic sales by Irish manufacturers are not growing at the same rate as imports,which suggests that imported brands are gaining market share, although the situationvaries considerably within the different market segments.
• Ireland’s imports of bed linen are significant at around IR£33.3 million in 1999, anincrease of 63% since 1997. Exports are low at approximately £3million.
• Both imports and exports of kitchen and bathroom textiles have increased by 32%and 27% respectively since 1997.
Imports Exports
1997 1998 1999(e) % 1997 1998 1999(e) %
Soft furnishings
Window dressings 6,858 7,023 8,722 27% 474 803 788 66%
Bed linen 20,455 25,063 33,362 63% 2,405 3,784 3,126 30%
Throws 2,304 1,794 2,334 1% 20 46 16 (20)%
Table linen 4,623 4,031 3,500 (24%) 516 757 588 14%
Kitchen & Bathroom textiles 15,855 20,330 20,992 32% 11,254 15,650 14,332 27%
Filled bedding 5,030 6,214 7,340 46% 1,285 1,778 844 (34)%
Carpets 48,374 56,607 54,696 13% 36,352 36,750 33,022 (9)%
Mirrors and frames
Mirrors * 2,412 3,550 2,852 18% 15,318 15,517 12,295 (20)%
Frames 3,382 2,717 3,708 10% 136 152 67 (51)%
Lighting * 16,919 23,168 26,010 54% 1,899 6,456 8,664 356%
Total ** 126,212 150,497 163,516 30% 69,659 81,693 73,742 6%
ROI – Import/Export Statistics 1997–1999 (IR£000s–at import/production prices)
1 Source: CSO Business Monitor (e)1999 figures estimated based onJan-Nov figures 98-99
* Exports of mirrors and lightinginclude some products withcommercial/industrial purposes
** Figures are rounded
P A G E 6
• Imports of curtains and blinds are significant compared to exports. Overseas sourcedproducts were worth IR£8.7m in 1999, a rise of 27% on 1997 figures.
• Carpets are an important sector, with imports valued at IR£54.7m in 1999, anincrease of 13% over the past 3 years. Exports on the other hand have declined by9% since 1997, possibly displaced by sales in the domestic market.
• Imports of lighting are valued at IR£26m and experienced an increase of 54% overthe past three years.The high levels of exports of lighting and mirrors are explained bythe inclusion in CSO statistics of products with commercial purposes and also someimported items which were re-exported (to NI for example).
Overall sales of housewares have been influenced in recent years by four key factors:
• The health of the economy, which impacts on consumer confidence and spending,
• The housing market,
• Product trends, and more recently,
• The fashion factor.
The health of the economyThe Republic of Ireland has experienced a sustained period of exceptional economic growthin the last five years with annual GDP growth of up to 8%. Despite recent EU Central Bankconcerns about inflation levels, further GDP growth of 7% is predicted for the Irish economyin 2000. Significant numbers of immigrants are returning home to experience the newprosperity and are therefore having an effect on increasing the numbers of households. InMarch 2000 the Tanaiste and IBEC launched an initiative to attract 200,000 skilledimmigrants in order to address potential labour shortages. Further detailed analysis ofIreland’s economic performance is available at www.esri.ie
Northern Ireland’s economic performance is more closely related to that of Great Britain, andin recent years the relative political stability has improved business confidence in the region.Between 1999/2000 the economy grew at 2.1% and this is expected to grow to 2.8% in thecurrent year. In-depth analysis on Northern Ireland’s economic performance and outlook isavailable at www.pwcglobal.com.or www.nisra.gov.uk
An all-Ireland analysis of the economic performance and retail market is presented in adocument entitled ‘Ireland – A £20 billion + Retail Market’ and is available from developmentagencies.
Factors Affecting Growth
The housing market
Approximately 50,000 new dwellings have been completed per annum in Ireland inthe past three years, compared to an average of 40,000 in the mid ‘90s. Sales of softfurnishings are closely linked to the performance of the housing market, as each new unitrequires decoration.
At the same time, people tend to freshen up their homes by replacing some of thefurnishings, rather than purchasing new furniture items, which requires a higher investment.TVshows and interior magazines have also had a major impact in recent years on individuals’perceptions of furnishings, encouraging homeowners to become more interested in thedecoration and the maintenance of their homes.
This growth in the housing and consequently in the housewares sector has also beeninfluenced by demographic changes–the baby boomers from the ‘70s have now grown upand become first-home buyers, with a strong impact on sales of home decoration products,both in volume and style terms.
The ROI retailers who participated in our review have experienced sales growth of 15-20% inthe previous financial year and are budgeting for the same level in the year 2000. In NorthernIreland growth levels have been less significant at around 10% in 1998-99.
P A G E 7
Irish Housing ROI and NI 1995-1999
Department of Finance and Personnel,DOE (NI) Bulletin of Housing Statistics,Department of the Environment &Local Government
1995 1996 1997 1998 1999 % Change
Average ROI 56,341 62,340 71,860 88,144 105,098 +87%house price IR£
Average NI 61,000 63,000 67,000 69,000 73,000 +20%house price £stg
New dwelling ROI 30,575 33,725 38,842 42,349 46,500 +52%completed (units)
New dwelling NI 8,463 8,556 10,168 10,077 10,583* +25%completed (units)
Total housing ROI 1,091,000 1,115,000 1,145,000 1,177,000 1,212,000 +11%stock (units)
Total housing NI 600,000 596,500 607,500 618,000 626,000 +4%stock (units)
‘Everyone hasmoved focus fromolder to youngercustomers,addressing thespecific needsof first timehouse buyers’.
Arnotts
P A G E 8
Product trendsThe pace of change in the Irish housewares market has accelerated considerably in the lastfive years.Trends in the furnishings market are being driven by a number of important factors:
• Higher disposable incomes: the effects of the Celtic Tiger have enabled a highernumber of buyers to increase the number and value of their purchases.
• Lifestyle trends: young people have a higher disposable income, but at the sametime a busier life, which means they prefer functionality and simplicity in furnishings,such as ready-made curtains. Easy-care materials have also been developed with thisaspect in mind.The move away from formal dining has negatively affected sales oftable linen.
• Consumer confidence: Economic prosperity, foreign travel and European influencehave broadened Irish consumers horizons.The Irish market can no longer bedescribed as a microcosm of the UK, and retailers/manufacturers must respond witha wider range of products, reflecting international styles.
FashionHousewares are increasingly perceived as fashion items. As a result, consumers aremaking more frequent purchases and replacements to keep up with the latest style andfashion trends.
From the manufacturers point of view this has repercussions on the adaptability of theproduct range to modern styles, colours and fabrics. Housewares fashion is now influencedby developments in the clothing and giftware sectors; although not as fast moving asclothing trends, the furnishings’ life cycle has been reduced considerably to approximately3 years for soft furnishings, 5-7 years for carpets, and 4 years for durables like lighting,mirrors and frames.
Many leading fashion designers are extending their apparel empires to homewares and softfurnishings. At the same time, many of the leading UK and European manufacturers haveformed alliances with designers to develop comprehensive new product ranges. Designerranges of houseware fashions include Ralph Lauren, Burberry and Jasper Conran brands,and many companies now offer specific children’s design (e. g. linked to Disney or televisioncharacters).The influence of fashion and design is visible amongst Irish manufacturers suchas Broomhill (Anna French and Bedeck ranges), Gina G, Carol Booth (mirrors), StarfishDesigns and J Hackett (lighting).
The overall market is characterised by a significant increase in modern, contemporary stylesand designs, with strong influence from the Scandinavian and European minimalist look.Traditional styles still hold a considerable share of the market, and they tend to be sold at thehigher-end of the market. However, sales growth is relatively slow, and it is the new, modernstyles that provide the highest growth potential.
‘Influence fromthe clean, minimalliving fromScandinavia andother Europeancountries isgetting strong’.
Tamlaght Interiors
Multiple retailers influence in the marketplace is visible in Ireland. Stores such as Habitat andDebenhams have stimulated demand for convenience, ready-made soft furnishings ataffordable prices. Marks & Spencer and Next are following this trend and increasing their ownsoft furnishings offerings.
Other trends include:
– texture innovation in soft furnishings,– the development of easy care materials, especially in linens,– shorter life span of all products,– focus on product design, and – co-ordination of various furnishing items (textiles, carpets, lighting and frames).
The home furnishings and furniture industries are becoming increasingly interdependent dueto their complementary ranges, and therefore some general retail and manufacturing issuesand trends in Ireland are common to the two trades.
P A G E 9
P A G E 1 0
Key segments NI ROI Total Market
IR£ STG£ IR£ STG£ IR£ STG£ share (%)
Window dressings 28 22 44 34 72 56 31%
Bed linen 24 19 38 30 62 49 27%
Cushions & throws 7 6 11 9 18 15 8%
Table linen 3 2 4 3 7 5 3%
Kitchen textiles 4 3 6 5 10 8 4%
Bathroom textiles 10 8 16 12 26 20 11%
Filled bedding 13 10 23 18 36 28 16%
Total Soft furnishings 89 70 142 111 231 181 100%
Segmentation of soft furnishings by product type 1999 (£ million)
Based on the average buying budgets and reported sales of the retailers interviewedfor this research, PWC estimate the share and value of the sub-segments of soft furnishingsas follows:
The housewares market in Ireland comprises a broad range of products, which often overlapwith products in the furnishing and giftware markets. As stated earlier, this reportconcentrates on the four main segments: soft furnishings, carpets, lighting and mirrors andframes. Soft furnishings, in turn, is broken down into seven sub-segments.
The market structure, for the purposes of this report, is:
Market Segmentation
Key segments NI ROI Total Market
IR£ STG£ IR£ STG£ IR£ STG£ share (%)
Soft furnishings 89 70 142 111 231 181 44%
Carpets 78 61 123 96 201 157 38%
Lighting 24 19 38 30 62 49 12%
Mirrors & frames 13 10 19 15 32 25 6%
Total 204 160 322 252 526 412 100%
Market segmentation by product type 1999 (£ million)
Source: PwC Estimates Note: Figures are rounded
Source: PwC EstimatesSTG£1= IR£1.2775
Note 1: Figures are roundedNote 2: Kitchen and bathroom
textiles are shown separatelyon this occasion.
1. Soft Furnishings
2. Carpets
3. Lighting
4. Mirrors and Frames
1(a) Window dressings
1(b) Bed Linen
1(c) Filled bedding
1(d) Cushions & throws
1(e) Table linen
1(f) Kitchen textiles
1(g) Bathroom textiles
1. Soft furnishings
This is the largest segment of the housewares market, accounting for 44% of the totalmarket. It also represents the area with highest growth, around 60% over the past five years.Soft furnishings is the sector most influenced by fashion designs and material innovation, andtherefore growth is expected to continue. Dynamics however vary from one sub-segment toanother, as shown in the following paragraphs.
(a) Window dressingsThis segment includes both curtains and blinds and accounts for 31% of the soft furnishingsmarket by value or IR£72m in 1999.The market has experienced strong growth which hasbeen driven primarily by ready-made curtains and blinds.
Ready-made curtains are increasing their market share and are soon likely to account forthe bulk of curtain sales. Higher proportions of ready-made curtains are available in cottonand other high-quality fabrics and customers are offered a wider range of sizes incontemporary colours and designs.
Many manufacturers offer co-ordinated ranges, which include ready-made curtains along withother soft furnishings. Examples of pro-active and well performing brands include:
– Vantona–supplied by the leading UK manufacturer Coats Viyella,Vantona is a brandthat targets the mid-market sector, providing a wide range of bedding, curtains and achoice of matching lampshades.
– Gina G–supply ready-made curtains and accessories, bed linen, cushion covers,table cloths and lamp shades as all-inclusive sets or as individual items; they have apolicy of encouraging Irish suppliers where quality and design criteria are met.Thecompany’s main ranges include Shelbourne (traditional pattern), Regency (modern)and Accessories (modern).
– John Wilman and Coloroll–provide a complete range of soft furnishings, includingwallpaper, fabrics, curtains, bedding and upholstery.The brand Coloroll coversproducts aimed at the affordable end of the market and are often supplied throughDIYstores. John Wilman products are aimed at the top end of the market.
Although custom-made curtains are more expensive and require more time to purchaseand fit, they are still popular amongst Irish customers. However, in the long term demand forcustom-made curtains is likely to decline in response to the wider range and improvingquality of ready-made curtains.
Specific trends in colours, styles and materials can also be noted in the market. Naturalcolours such as sand, terracotta, greys and browns dominate the offerings and complementthe heavier materials of damask, jacquard and chenille.Young and cheerful ranges inspired byclothing fashion are also popular. White is still a core houseware colour. Creativity comes indesign and special effects like metallic, etched, chameleon, or pearlised effects. Cotton andother high quality materials remain popular, and recently voiles and sheers have witnessed aconsiderable uptake.
P A G E 1 1
P A G E 1 2
With the move towards ‘ready-mades’, demand for curtain fabric is expected to decline in thelong-term, although prospects are reasonably buoyant in the medium term. Most popularbrands include names such as:
– Rectella – who recognised the importance of design and developed the Ports of Callrange in association with Jeff Banks;
– Curtina – a well performing brand at the affordable end of the market, specialising inmodern patterns and bright colours;
– Crowson – fine ranges of printed and woven fabrics & complementary products.Thecompany regularly exhibits at international shows and is highly active in bringing newranges to the market, introducing up to 12 new collections each year, aiming to setrather than follow fashion trends.This is backed-up by highly sophisticated technologyand state-of-the-art production techniques.
– Harlequin – renowned primarily for the its contemporary collections; it alsoencompasses elegant traditional fabrics & wallcoverings in an attempt to addressall tastes;
– Other commonly stocked brands in the Irish shops are Monkwell, from CornwellParker, and Sandersons – at the upper end, with a reputation for strong design input.
– Moygashel – compete well with these well-established names, providing qualitymaterial and appealing patterns, although is concentrated on more traditional/classicranges; and
– Prestigious – a very popular local brand, available in most of the local homefurnishings shops and department stores.The supplier, Poplar Linens, although basedin Westport, actually imports the range from Brazil.
Sales of net curtains have been more or less static for many years.Traditionally they have anold-fashioned image and many younger homeowners now prefer to use blinds, where privacyor protection from the sun is required.The most popular brands in the Irish outlets are PaulSteiger and Filligree.
Blinds are gaining popularity, with demand having increased steadily in recent years. Louvreblinds and Austrian/Roman blinds are at the higher end of the market, with a more decorativeappearance, whilst roller blinds are widely used because of their low price and availability ofmany sizes. Most manufacturers now offer a much wider range of fabric designs, allowing forco-ordination with other soft furnishings, which has accelerated the replacement cycle.Automatic features, which can adjust the angle of the blinds according to sun direction, haveadded value to the market.
Other factors such as relative ease of installation combined with cost effectiveness havehelped boost the blinds market.These features match the DIYstores’ concept and as a resultDIYstores have become a major distribution channel for blinds.
Widely available brands in Ireland are Integra, and TM Blinds.The Irish textile manufacturersdo not have a strong presence in the blinds segment.
1(b) Bed linenNowadays most homeowners will own two or three covers for each duvet to enable frequentwashing and a choice of different styles or colours. Duvet covers are also more fashion-influenced, and therefore are subject to more frequent replacements.
A key area of growth in recent years has been the children’s market.This trend is onlyemerging in Ireland, but manufacturers such as Designers Guild and Broomhill have identifiedthe opportunity and have developed successful ranges, selling primarily in shops at the upperend of the market, such as Brown Thomas.Typical themes include Disney films, cartoons, andsports and, with the popularity of the different characters changing frequently, the duvetcovers make an ideal gift for children.
Imports of bed linen have grown considerably in recent years, forcing retail prices down, andreducing local manufacturers market share. Portugal is the most important source of imports.Other countries of origin include Spain, France,Turkey, and China.
One of the best selling brands in the affordable end of the market is Cannette, with its rangesof bright prints.The middle market is successfully targeted by Vantona and Dorma ranges –both manufactured by Coats Viyella. Broomhill’s collections Anna French and Bedeck havealso established a strong brand name and are performing well in the marketplace. At theupper end the traditional styles in high quality materials are dominant (natural and whitecolours, fine embroidery). Most of the brands selling at this level are imported, e. g. Sheridansfrom Australia, Shades of India,Versailles and Atrium (satin jacquards).
1(c) Filled beddingDuvets containing synthetic filling materials account for approximately 70% of the market, asthey are more price competitive than those based on natural materials. Another driver behindsales growth in this niche is increasing consumer awareness and concerns over allergies,which are often made worse by some natural fillings. Developments have been focused onimproving the quality of artificial fibres to achieve an optimum combination of lightweight anda high level of warmth. Most popular natural fillings used in duvets include goose down, duckdown and combinations of down and feather.
The market for pillows is less dynamic than duvets, with most purchases being forreplacement purposes. Feathers are used to a greater extent for pillows. Latex fillings providea firmer feel, but are more expensive and are targeted at the top end of the market. Productdevelopment in pillows is focused on introducing niche areas, such as extra large or shapedpillows or products targeted at consumers suffering from allergies.
King Koil has closely followed market demand and created innovative materials, making themthe market leader. Northern Feather and Pownall & Hampson also sell well and have a goodrelationship with their key retailing accounts.
Other popular brands include Slumberdown, Down Home, Fogarty, Dunlopillow, FirstImpressions and Bedcrest.
P A G E 1 3
P A G E 1 4
1 (d) Cushions and throwsThe sector for cushions and throws has been buoyant in recent years.TV programmes andconsumer magazines have had a particularly positive impact on sales in this market.Consumers are very receptive to new ideas on how to-easily and affordably–transform theirrooms, by using fashionable throws or cushions.
Innovation in shapes (e.g. pyramid, cone) and materials (e.g. fur, silk, velvet silk, linen) havetransformed cushions into fashion accessories, and this has resulted in consumers’willingness to pay more per item than before. Key retailers such as Brown Thomasacknowledged the presence and influence of the European and even American styles on theIrish market. Local designer labels include Seoda Home and Larissa Watson-Regan.
Loose throws, often in more expensive jacquard or velvet, have become a popular means ofprotecting upholstered furniture. Co-ordinating cushions are widely used and these are alsobecoming an important part of the giftware market.
1(e) Table linensThe move-away from formal dining has adversely affected sales in this area. Garden andoutdoor eating represents a growth niche, and popular patterns include bright-colouredcheck design in waterproof material. Ferguson Linens and Ewart Liddell are present innumerous stores, although price competitiveness is becoming ever harder to maintain due tothe increase of cheap imports from countries like Brazil and Pakistan.
Table linen and in particular Irish linen is also an important part of the giftware market.However, it is not an everyday usage item so sales are seasonal, driven by the tourism andwedding seasons.
1(f) Kitchen textilesKitchen textile sales have been steady over the past few years. Even though localmanufacturers such as Ulster Weavers, Causeway, and Lamont have a significant marketshare, they hold a ‘slice’ of a relatively small and declining market. Key factors affecting theevolution of this market include: women’s busier lifestyles which means less time spent in thekitchen, increased usage of microwave ready-meals which reduces the need for oven gloves,and competition from substitute materials– e.g. paper towels.
In the long term, sales are likely to be sustained by the growing number of households and areturn to home cooking, as people become more conscious of healthy-eating.
Medium-term opportunities include better absorbing tea towels, such as those made ofcotton. Growth potential also lies in the area of souvenir towels.
1(g) Bathroom textilesThis sector is dominated by towels and it also includes bathrobes, mats and toilet seatcovers.The market is mature and most purchases are made for replacement purposes.Consumers’ awareness of brands is low in this sector.Trespan Textiles and Lissadell Towelsenjoy good reputations among retailers, although low-priced imports have affected theirmarket share. Chortex, Christy, and Ashby are prominent in the middle ranges.
Ralph Lauren (US) and Santers (Belgium) feature at the upper price end, offering luxuryranges of towels and bathrobes.
‘We used to havedifficulties inselling cushions for£9 and now theysell fast for £20’.
Arnotts
P A G E 1 5
2. CarpetsAlthough floorcoverings are regarded as durables, and often represent a ‘high ticket’purchase, they are not entirely immune from changing fashions. As a result, the carpet tradehas been under pressure from increasing popularity of hard floors, especially those made ofwood and laminates. Demand per capita for wood floors is higher in the North than in theSouth, where carpets still represent the main type of floorcovering.
Irish manufacturers are also being hit by a price decline, with imports increasing both at thecheaper end of the market (main sources: India, Pakistan, other Asia) and the middle-upperend, ie tufted carpets/carpet tiles (main sources: Belgium, UK). The retailers interviewedreported that Irish carpets are considerably more expensive than the imported ones but thepublic still like to see the local brands in the shops, with companies such as Navan, UlsterCarpet Mills and Kerry Rugs enjoying high brand awareness. Appreciated for quality, Irishcarpets have a stronger appeal to the older buyer with significant disposable income andinterested in traditional or classic style. Sales and after-sales service (e.g. fitting) is veryimportant in the carpet trade.
In order to widen their customer base, manufacturers must diversify the product range andtarget the more fashion-orientated buyer. In the current market the minimalist look ispreferred, with smaller design, detail motifs, and lighter colours such as light blue and cream,and neutral/natural/muted colours. Also life cycles should be shortened, as quality anddurability are no longer the main purchasing criteria in this segment. Sales of expensiveAxminster quality carpets have slowed due to the trend for shorter lifecycles and morefrequent replacement.
Retailers commented favourably on Carpets International and Stoddard as manufacturersthat have been active in managing their product portfolio, weeding out less popular lineswhile accelerating development of new ranges. However, English companies’ market sharehas eroded in recent years in favour of overseas imports. Associated Weaves–a Belgianbrand, successfully combine fashionable look, good finish, and affordable price; on the otherhand, their carpets are regarded as not being as durable as most of the Irish products.
Carpet and rugs made of natural fibres such as seagrass, sisal or the synthetic imitations(e.g. Lano) is another area of growth. Crucial Trading have responded promptly to thisopportunity and developed an extensive range of carpets and rugs made from natural fibres.
3. LightingThere is a wide range of lighting products available on the market.The most dynamic sectoris ceiling fittings, due to the popularity of ‘ambient light’, as opposed to chandeliers.Thenumber of flats/apartments is on the increase and, as they tend to have lower ceilings, thisaspect impacts on the length of the chandeliers and also contributes to increasing demandfor ceiling fittings. Wall lighting is slightly in decline.
Occasional/free-standing lighting such as up-lighters has seen considerable growth and isnow an important part of the giftware market. Key players on the retail side include Habitat,BHS and Debenhams. Alfrank, James Hackett and Starfish are successful Irish players in themarket, having responded to market trends with creative designs and materials.
However the middle-market in Ireland, which provides the high volume, is largely serviced byforeign products.The German-made brand Brilliant offers modern stylish lighting at affordableprices, as well as excellent service (i.e.prompt deliveries, product training and point of salematerials) and this helps maintain a good relationship with retailers. English brands likeRochamps and Frank Light are also popular.
NI carpetmanufacturersneed to lowerprices by 30%to competewith the Europeanimports.
NI carpet retailer
‘People don’t buy acarpet for life anylonger.Youngpeople especiallywant somethingcheap and cheerful,which they canreplace every fiveyears or so, at pacewith fashion trends’.
Carpet Showrooms
P A G E 1 6
Local crystal companies like Tyrone and Waterford Crystal offer lighting products but are moresuccessful in the giftware market and corporate/hotel sector.
Outdoor and security lighting are emerging as growth areas, but most ranges arepresently imported.
4. Mirrors and framesLeading retailers report exceptional growth in mirrors and frames in recent years, especially inthe Republic of Ireland.The market has opened up across the sectors (affordable to upperend).The traditional mirror placed above the mantelpiece is still present in most homes, butthe average number of mirrors in each household is on the increase.
Innovative shapes and colours (oval, curves, gold / silver leaf) are in demand, and a widerrange of applications is emerging (bathrooms – solid glass, bedroom – fashionable look).Stylish mirrors and frames can now be purchased across the price range from £50 to £400.
There has been a discernible trend towards natural materials such as wood, slate and metalin the frames market, which has seen a number of new Irish entrants. Carol Booth has madeinroads at the top end of the market with very creative designs. Local retailers also appreciateRoy Edwards products.
The key housewares brands, which are performing well in Ireland, are listed below.
P A G E 1 7
Key Housewares Brands in Ireland
Soft furnishings Table and Carpets Lighting Mirrors and FramesKitchen Textiles
Upper end Zoffany Sanderson Fergusons Linens Wilton Royal Laurence Llewellan Carol BoothDorma Ulster Weavers Axminster -BowenBedeck Brintons Tyrone CrystalNorthern Feather Ulster Carpet Mills Waterford Crystal(filled bedding) Victoria CarpetsCrowson Louis de PoortereHarlequinMonkwellJohn WillmanRalph Lauren
Middle Market Vantona Ewart Liddell Kosset James Hackett FramancPrestigious Lamont Abingdon CTO Lighting Roy EdwardsJane Churchill Causeway Stoddard Alma Lighting Carey Bros.Rectella Lissadell Towels Templeton LynxMoygashel Navan Carpets StarfishAnna French Associated Weaves BrilliantDesigners Guild Carpets International RochampsGina G Munster Carpets Lights on BroadwayChortex StoddardChristyEclipse BlindsNimbusNorthern Feather Trespan Textiles Lancaster Poole Lighting LP Frames(sheets) Kerry Rugs MicromarkPownall & HampsonCurtinaColorollCannetteFogarty
Key Housewares Brands in Ireland
Bold text denotes Irish manufacturers Source: PwC interviews
P A G E 1 8
With housewares becoming increasingly popular, a wider distribution base is developing.Housewares are sold in furniture and department stores, as part of the ‘one stopshopping’ concept, and in specialist stores. Some limited offer is also available ingiftware shops.
The Irish Housewares market, North and South, is still dominated by independent retailers.Local key players in soft furnishings are Harry Corry (22 stores) and Hickeys (12 stores).Thereis a relatively low presence of houseware retailers in the rural areas.
UK multiples have a stronger presence in the NI market - with 65% market share, comparedto 25% in RoI, and they tend to focus on the lower/middle mass-market.The mostsignificant players include Debenhams, Marks & Spencer, Habitat, BHS, Argos, Harvey’s,and Texstyle World.
DIY stores are also an important distribution channel, particularly for durables like flooring,lighting, mirrors and frames.Traditionally they catered for the lower end of the market, althoughimprovements in product range and quality have resulted in them appealing to an ever-widermarket. Key players in this sector include the UK multiples and the Irish DIYmultiples AtlanticHomecare and Woodies.
Associated Independent Stores (AIS) are a UK based buying group which has 18members in Ireland spanning the furniture, homecare and fashion businesses. AIS havenegotiated favourable terms with a number of leading suppliers and run regular exhibitionsfor their members.
A list of middle to better quality retailers which represent key accounts of the Irishmanufacturers is provided at the end of this document.
Retailing in Ireland has evolved considerably in terms of standards of merchandising,display and store layout.These improvements are reflected in better sales per square foot.
Almost all the retailers who participated in our review were stocking Irish brands and somewere rated among the best quality and best performing. However, the key message for Irishfurnishings manufacturers is to shorten range life cycles and respond faster to trends in themarket place.
Successful retailers such as Roches and Arnotts have expressed the intention tointroduce/develop own brand ranges, made to their own specifications in order to increasesales (e.g. Karla Bree collection in Arnotts).This will result in more competition for existingIrish labels, but also an opportunity for manufacturers to increase business volumes throughcontract work.
The Internet is emerging as a distinct distribution channel, with potential to substitutethe mail order route. From the manufacturers perspective, it offers various opportunitiesby acting either as a direct link with customers or as a link with retailers in business-to-business relations.
Retail Trends
‘Layout of storeand shop refittingboost sales’.
Tamlaght Interiors
‘Manufacturersshould not selldirect to the publicand should offerexclusivity tokey accounts’.
Arnotts
‘Irishmanufacturersshould focus onfewer accounts andwork more inpartnership withthe retailers’.
Caseys
P A G E 1 9
The number of active e-tailers on the net is more significant than that of manufacturers. A fewreference sites are listed under the ‘useful websites’ section of the document. Mail-ordercompanies have the advantage of an existing infrastructure (stocking, transporting andreturns handling) and are likely to better manage the new electronic channel in the short tomedium term. Although not yet transactional, some well presented manufacturer sites includeBroomhill, Fergusons Irish Linens, Crowson, Harlequin, Ulster Carpet Mills and NavanCarpets. A large number of Irish manufacturers have a presence on the net throughdatabases and links provided by the agencies.
3D images of products are expected to overcome the barrier imposed by the lack of ‘touch-feel’ factor in purchases of housewares. Another feature that will encourage actual purchasesis the flexibility provided by inter-active choice and combination of products/fabrics/patterns,enabling a customised offer to each client’s (retailer or individual) taste.
Pricing and MarginsHousewares mark up varies between the North and South.The average mark up in NorthernIreland ranges between 70-80% on cost (excluding VAT @ 17.5%) against 80-120% in theRepublic (excluding VAT @ 21%). Imported products can attract mark ups as high as 200%,particularly those coming from the Far East.
In Dublin, key housewares retailers were achieving sales per square foot of IR£300-350 perannum, compared with an average of IR£150-250 elsewhere in the country. Northern Irelandhas a higher density of housewares shops per head of population and tighter competitioncombined with slower economic growth has kept sales performance per square foot ataround STG£100-150 outside Belfast and STG£250-300 in Belfast.
P A G E 2 0
According to Government records, there are over 200 companies in Ireland involved in themanufacture of housewares, ranging from small, design/gift orientated operations to large fullautomated manufacturing facilities.There is a higher concentration of large Irishmanufacturers in textiles and carpets compared to the lighting and mirrors and framesbusiness. Comprehensive listings of the firms involved in the housewares sector are availablein publications such as Interior Furnishings Directory–LEDU, Manufacturing excellence inNorthern Ireland CD ROM–a joint initiative from IDB and LEDU, and from Enterprise Ireland’ sGifts,Tabletop and Jewellery Directory 1999, also available on their web site under theFurniture & Furnishings database (www.enterprise-ireland.com).
It is estimated that Irish manufacturers control around 25% of the Irish homewares market.The focus of their domestic business is aimed at the better end independent retailers, wherethey compete with other established brands–mainly British and some European. Export salesdepend heavily on the British market, which is 10 times larger than their domestic market.Thecost of swatches of fabric and point of sale material is a significant inhibitor for smaller softfurnishings manufacturers at retail level.This factor also affects their competitive position.
The relative strength of sterling to the Irish punt makes UK manufacturers up to 20% moreexpensive at present, and as a result many Irish retailers reported that they would beincreasing their expenditure on RoI manufacturers this year (2000).
The principal Irish housewares-manufacturing firms mentioned by retailers at the time of thereview are listed below:
Manufacturers in Ireland
NI ROI
Textiles Broomhill Avoca HandweaversCausewayTextiles Branigan WeaversDecora Blinds The Cotton BoxEwart Liddell Gina GFergusons Irish Linen Jodi ManufacturingGlenanne JaquardsLamont Textiles Lissadell TowelsMoygashel Northern Feather (Ireland) LtdStitchwell Poplar LinensUlster Weavers Porter HouseW. Baird Pownall & Hampson (Ireland) Ltd
Trespan Textiles
Carpets Carpets International UK Ltd Donegal CarpetsRegency Carpet Kerry RugsManufacturing Ltd Munster CarpetsUlster Carpet Mills Ltd Navan CarpetsMcMurray Carpets
Lighting Lights on Broadway AristocraftMagowan Originals James HackettStarfish Designs Laverty Designs
Mirrors and frames Roy Edwards Fine Arts Carey BrothersCarol BoothFramancPicture Mouldings
Key Irish Manufacturers
Note 1: Full details on these companies‘ contacts and products can be found in the directories mentioned above and further information is available at the agencies‘relevent departments.
Source: PwC retailer interviews 2000
‘Brand names areselling better insoft furnishings, asthey are associatedwith quality’
Walker & Co
P A G E 2 1
Traditional styles are still very much present in both the Irish and the British housewaresmarkets and the transition to modern/contemporary designs by manufacturers must not bemade as a replacement, but rather an extension of existing ranges. Offshore production maybe an option for manufacturers who want to test the market for contemporary ranges prior toany domestic manufacturing commitment and minimising the disruption to existingoperations. However, the responsibility for design, innovation and quality control needs to beretained at home.
Design has become a central issue in the industry, mirroring trends in the clothing andfurniture markets. Key manufacturers in the UK and Europe now employ designers to createnew patterns and styles in order to achieve individuality and improve brand awareness. Linkswith Art Colleges’Textile and Design courses are also an important source of marketintelligence and design input.
Until recently, Irish housewares manufacturing has lacked dynamism and relied onestablished traditional styles and colours. Successful European manufacturers update theirranges and introduce new lines every 2-3 years, while the average range life cycle in Irelandhas been closer to 7-8 years. On the positive side, Irish products have always beenassociated with high quality.
‘General perceptionof Irish suppliers:good quality butold fashioned’
RoI DepartmentStore
P A G E 2 2
Housewares advertising is undertaken almost entirely by retailers who accounted for 95% oftotal media expenditure in 1999. Four major carpet retailers – Des Kelly in the Republic ofIreland and Martin Phillips, Allied Carpets and Carpet Rite in the North -accounted for 64% ofthe total advertising expenditure in the housewares sector.
In the Republic of Ireland press is the most popular medium for furnishings advertising (86%),whilst in the North, television and radio are used more extensively (55%).
Advertising expenditure on TV, radio, cinema and news-papers* (% Expenditure: 1999)
Advertising and Promotion
(% Expenditure 1999)
Advertising Expenditure on TV, Radio, Cinema and News-papers*
Republic of Ireland
Radio 7%
TV 7%
Radio 18%
TV 37%
Press 86% Press 45%
Radio 13%
TV 24%Press 63%
Northern Ireland
Total Ireland
STG£354,000, IR£452,300 STG£476,000, IR£608,000
STG£830,000, IR£1,060,300
P A G E 2 3
The key consumer magazines covering the housewares sector are Ireland’s Homes Interiors& Living, UlsterTatler, Irish Tatler, Elegant Homes.TV programmes such as Changing Roomsand the RTE show Beyond the Hall Door also play a major role in stimulating the Irishhousewares market.
Since it is retailers rather than manufacturers who tend to be the major advertisers in thismarket, suppliers are expected to provide the following forms of promotional support fortheir products:
• Brochures and promotional materialsRetailers require point of sale materials as well as brochures which can be given tocustomers. LEDU’s Interior Furnishings Directory of houseware companies wasmentioned by manufacturers as a positive initiative.
• Merchandising/interior designConsumers are increasingly looking for solutions rather than products. In furnishingsterms this means that retailers must offer room concepts as well as individualproducts. Some retailers have spotted this opportunity and offer an interior designconsultancy service and fully merchandised in-store displays. Manufacturers canincrease their sales potential by co-operating with retailers and contributing withdisplay set up and merchandising.
• Web sites/e-BusinessCustomers will frequently use the Internet to identify where they can buy particularproducts, making prices more transparent. It is important therefore to have apresence on the net. Retailers expect manufacturers to include them on their lists ofstockists.
• Trade fairsParticipation at trade shows or even visiting is a good way of meeting buyers andobserving new product trends.The following exhibitions are relevant to Irishmanufacturers:
– IntoHome (Birmingham, NEC-May)
– Decorex (London, Olympia-September)
– Decorative Interiors (Birmingham, NEC-January)
– National Floor Show (Harrogate-September)
– PlanExpo (Dublin, RDS-November)
– Beyond the Hall Door (Consumer orientated, Dublin-September)
– La Mia Casa (Milan-November)
– Home Decoration Furnishings (Munich-November)
– Heimtextil (Frankfurt-January)
– Intercasa (Lisbon-October)
– Now! (Paris-January)
– Expohogar (Barcelona-February, September)
Product knowledge and trainingFactory visits and range demonstrations are very important to retailers and their sales staff,particularly where options on fabric or styles are extensive. Other European suppliers and inparticular the English were praised in this respect.
‘Internet web sitesare encouragingcustomers to shoparound on price’.
Wogans
P A G E 2 4
PwC believe that the Irish Housewares market will continue to grow strongly.Total growth inthe Republic will be double that of NI at 25% and 13% respectively.
Irish manufacturers share of the home market has scope to improve from 25% to 30%.Thisshare figure may be even higher if further new product launches take place and retailergoodwill can be fostered.
Product range
• Differentiation through design is the key to sales growth in today’s highlycompetitive environment. It is worth liasing with professional designers either on aconsultancy basis or by developing in-house resources. Local colleges of Art andDesign can also offer valuable resources in terms of product development ideas.Thesecond issue is pattern and colour flexibility. Innovation is essential – range updatesshould occur on a periodic basis (every 2-3 years), as well as seasonal changes infabric/materials which respond to fashion trends.
• Simplicity, functionality, affordability and contemporary design are commonelements of the most successful ranges in the market today. While there is clearlyconsiderable potential left in the more traditional styles for which Irish industry isknown, there is a need to supplement proven ranges with a more contemporary offer,since this is the direction where the market is developing.
• Target markets and Segmentation of products are needed for Irishmanufacturers’ offer to be more market led and more targeted, and that implies rangesegmentation once the target segments have been identified. For example, theleading UK manufacturer Coats Viyella offers two different brands for the same type ofproduct: Dorma is the company’s major brand and is regarded as the leading supplierof bed linen, while Vantona is a more mid-market brand, supplying a wide range ofbedding and curtains. Broomhill have become one of Ireland’s most successfulcompanies by responding to specific market segments requirements.
Future Outlook
Recommendations
1995 1997 1999 change %
STG£m IR£m STG£m IR£m STG£m IR£m
NI 160 204 169 216 181 231 +13%
ROI 252 322 283 362 315 402 +25%
All Ireland 412 526 452 578 496 633 +20%
Ireland Housewares Market Forecast (£/¤ million)
P A G E 2 5
• Product opportunities–the following specific retail trends were recorded duringtrade research contracted between January–June 2000:
– Ready-made curtains in plain and abstract designs.
– Voiles and sheers in curtain fabrics.
– Matching sets of soft furnishings.
– Bed linen for the affordable end of the market, with medium durability,bright colours, in abstract patterns.
– Souvenir tea towels.
– Table linen suitable for outdoor eating in bright colours and check design.
– Modern carpets including lighter duty carpets at the middle market ranges.
– Large rugs to accessorise wooden/parquet floors.
– Accessories such as cushions, and covers; material innovation is essentialin cushions as these are bought mainly to reflect individuality and style,and therefore are less price sensitive.
– Modern style lighting products: organic shapes, opaque glass to give off ambient light creating a soft and gentle atmosphere. New innovations include light kits for self-assembly encompassing shade and optional bases for table, floor and clip on to furniture.
– Outdoor lighting.
– Creative shapes in mirrors and frames.
Retail partnerships
• Service levels–Irish manufacturers have been over reliant on their agents to handlethe customer interface. Sales can be delegated to the agent but the marketing effortcannot and it is imperative for Irish manufacturers to review their key accounts and getout to meet them to understand their needs. Retailers recommend a more‘aggressive’ attitude from manufacturers in pursuing business potential and follow-upleads. At the same time, retailers consider loyalty and exclusivity from themanufacturer in their specific geographic area to be one of the best forms ofmarketing support. Attention to service levels can also help improve manufacturers’relationship with retailers, with increased flexibility regarding supply capacity, deliverytimes, after-sale service and factory visits.
• Less width and more depth in terms of retail distribution strategy; fewer, well-chosen and well-supported retail accounts will yield better returns than numerousaccounts buying a minimum range. Accounts should be selected on the basis ofregional spread, compatibility with the brand positioning, consistency on pricing andmargin and high standards of merchandising and display. In return manufacturersshould offer exclusivity (geographically or for particular ranges), product training,merchandising support, minimum performance criteria and contribution topromotional costs.
P A G E 2 6
E-Business–a new route to marketForecasts for e-Business value vary from one source to another, but there is one commonmessage: the Internet will become an additional and important channel for companiessales. Business via the Internet offers the Irish manufacturer the potential to widen itscustomer base.
This is a totally new environment for doing business and associated aspects have to beconsidered from the early stages in order to make a successful start:
– direct sales to customers may provide an opportunity to increase sales, but adequatelogistics (i.e. transport, stocking, and communication systems) are required tocomplete transactions; another ‘trap’ can be channel conflict arising from selling thesame product both through retailers and direct on the web; this aspect can becounteracted by providing only specific ranges via the internet, so that the retailers donot feel threatened by direct competition. Featuring in selected e-tailers’ web sites canattract a new income stream, and even if the site is not transaction-enabled, this isstill an important means of information and promotion towards the end consumers.
– significant advantages will come from business-to-business electronic relations. Morebuyers will have access to the manufacturers products and efficient communicationwith all trade customers can be obtained by creating extranets that enable quick andaccurate receiving, processing and dispatching of orders, as well as sharing commoninformation on industry trends.
Market knowledgeMarket knowledge is essential to survive in these highly competitive times. In order to have amarket led strategy manufacturers should gather information and keep up to date withcompetitive activity.The methods employed can vary from market studies carried out bymarketing consultants to other useful and less costly methods of data collection; examplesinclude:
– Structured, regular feedback and contact reports from agents/representatives;
– Attendance at trade shows, even if not exhibiting;
– Store visits to observe new ranges, display lay-outs and consumers’ buying behaviour;
– Customer satisfaction surveys;
– Internet searches on e-tailers and other manufacturers’ sites; and
– Focus groups with representative consumers.
Retailer Locations Outlets Buyer/owner Telephone No.
Department storesNI/RoIArnotts Dublin 1 Michael Howard – Linens +353 1 872 1111
Paddy O’Mara –Window dressingsRichard Elliot – Lighting
Austins Londonderry 2 Anne McGinnis +44 28 7126 1817Bernie Feeney
Brown Thomas Dublin 4 Michael Keegan – +353 1 605 6666Cork FurnishingsGalwayLimerick
Cameron’s Ballymena 1 Karl Windal +44 28 2564 8821John Reynolds
Clerys O’Connell Street 3 Jeff Dipple – Soft furnishings +353 1 2941710Sandyford Jim Culhane – Carpets Blanchardstown
Dunnes Stores Ltd NI 26 Teresa Rafter – +353 1 475 1111RoI 82 Housewares
Heatons NI 3 Mark Heaton +353 1 451 9811RoI 19
Houstons Banbridge 5 John Houston +44 28 3751 0110ArmaghBallymenaEnniskillenLurgan
McEvoy’s DundalkStrabaneDungannon 3 Teresa McEvoy +353 42 933 3030
Menarys NI 15 Sheila HendersonAlan Hoggshaw +44 28 8772 3467
Moores of Coleraine 1 Nevil Moore +44 28 7034 4444Coleraine Glenda Moore Wilson
Primark Ltd RoI 35 John Harrington +353 1 872 7788(Penneys) NI 6 +44 28 9024 2288
Roches Stores RoI 12 John Macaloon – Hardware +353 1 873 0044Dublin NI – Newry 1 Jerry Buckley – Soft
furnishings
T F Woodside & Ballymena 4 Mervin McConkey +44 28 2564 9309Co Ltd Bangor
LarneLisburn
W H Good Ltd Kilkenny 1 Anne O’Neils +353 56 22143
Key Houseware Retailers
P A G E 2 7
Key houseware retailers in Ireland
P A G E 2 8
Northern Ireland Retailers
Broadwater Aghalee 1 Helen Kennedy +44 28 9261 2612Interiors
Creations Belfast 3 Stephen Anderson +44 28 2564 9787BallymenaLisburn
Fabric World Londonderry 1 Paula Murphy +44 28 7137 1603
Finaghy Furnishings Belfast 1 Mark Douglas +44 28 9061 4527
Fultons Belfast 3 Keith Irwin +44 28 3831 4600Enniskillen Cyril FultonLurgan
Hampton Interiors Hillsborough 1 Paul Bell +44 28 9268 2500
Harry Corry Belfast 22 Willie CorryAnne Hill +44 28 9061 8521
Homessentials Magherafelt 1 Mark Dickson +44 28 7930 0157
Illuminate Ballymena 1 Loraine RedmondDereck Murdock +44 28 2564 1134
Martin Philips Belfast 5 John Malloy +44 28 9046 1911Carpets Carrickfergus Norman McCorry +44 28 9332 9696
Downpatrick Philip Rossitor +44 28 4461 6943Lisburn Robert Campbell +44 28 9260 4003Newtownards Martin Philips +44 28 9181 8227
Rugs Etc Belfast (4) 7 Sam McClean +44 28 9024 6812Newtownards Paul McGowanNewtownabbeyLondonderry
Ryan Carpets Londonderry 1 Jim Ryan – Carpets +44 28 7126 3775Mura Villa – Furnishings
Tamlaght Interiors Omagh 1 Damien Duddy +44 28 8224 2954
The Lighthouse Hillsborough 1 Julie Elliot +44 28 9268 8188Collection
The Natural Interior Belfast 1 Paul McCoy +44 28 9024 2656
The Skip Newtownards 2 Kenneth Holliwell +44 28 9181 7955
The Spinning Wheel Belfast 3 Harold Curran +44 28 9032 6111Newtownabbey Linda KenneyHillsborough
Tom Caldwell Belfast 1 Chris Caldwell +44 28 9032 3226Galleries
Walker & Co Banbridge 1 John & Harry Walker +44 28 4066 2610
WellingtonFurnishings Cullybackey 1 Tom Laverty +44 28 2588 1444
P A G E 2 9
Republic of Ireland Retailers
Absolute Interiors Blackrock 1 Marian Dalton +353 1 295 2233
After Dark Cork 2 Joan Fitzgerald – Lighting +353 2 127 6422
Alan Humphrey Co Tipperary 1 Alan Humphrey +353 67 41466
Albany Home Décor Throughout Ireland 27 Fergal Wall – Soft furnishings +353 502 61616Tom Gosling – Lighting +353 42 933 6912
Applegates One 1 John Kelly +353 21 274515Stop Design Shop Cork City
Atlantic Homecare Dublin (5) 8 Muriel Quinn – Housewares +353 1 295 0252Cork (2)Galway (1)
Ballinrobe Furniture Co Mayo 1 Mr McDonagh +353 92 41877& Carpet Centre
Bargin City Carpets Kilkenny 1 Peter McCartney +353 56 51388& Furniture
Brian S Nolan Ltd Dun Laoghaire 1 Brian & Finola Nolan +353 1 280 0564
Bridgets Charleville 2 Bridget Reidy +353 63 81390
Burren Cushions Carrickmacross 1 Pat Conlon +353 42 966 4566
Carpet Mills Ltd Dublin 1 Gerry Mooney +353 1 453 6622J Eustace
Carpet Showrooms Dublin 4 Chris Bradley +353 1 295 0055
Caseys Cork 1 Peter Casey +353 21 270393
Catherine Thornhill Skibbareen 1 Catherine Thornhill +353 28 23027
Dekor Dublin 1 Eamonn Dempsey +353 1 451 5644Distribution Ltd(Wholesaler)
Falk’s Lighting Ltd Dublin (2) 3 Kevin Mooney +353 1 490 4813Limerick
Finishing Touches Naas 2 David & Mary Fielding +353 45 879 370
Hickeys Dublin 12 Ian Donnely +353 1 677 8361
Hogan’s Lighting Kilkenny 1 Margo Hart +353 56 21317
In Store Galway 2 Oliver/John Mahoney +353 91 771636Limerick
Key Properties Bantry, Cork 1 David O’Sullivan +353 27 50111
Lighting World Dublin 1 David Gibson +353 1 671 7788
National Lighting Dublin 3 Catherine McBride +353 1 676 9555Showrooms
Nicholls Dublin 6 Mr Fisher +353 1 462 7179
P A G E 3 0
Peter Linden Co Dublin 1 Peter Linden +353 1 288 5875
Sean Bane Carpets Co Galway 1 Sean Bane +353 91 847 424& Flooring
Square Deal Cork 2 Tara George +353 21 274045
T C Matthews DublinCarpets Co Louth 4 Peter Dixon +353 1 450 3822
Textile World Clondalkin 3 Pat Smullen +353 1 457 3153(not the English BrayCompany) Finglass
The Lighthouse Drogheda 2 Nora MurrayNavan Maura Galligan +353 41 983 6571
Upstairs/ Monaghan 1 Michael McQuaid +353 47 72244Downstairs
Wigoders Throughout 23 Ray McLoughlin – +353 1 450 0888Ireland Housewares
Woodgrove Tullamore 1 Miriam Browse +353 50 652 2858Furnishings
Woodies DIY Dublin 12 Brendan Morris +353 1 452 1353(Grafton Group)
Yours Personally Dun Laoghaire 1 Katrina Furlong +353 1 2301260
P A G E 3 1
Keynote: UK Home Furnishings Market Sep 1999
Mintel: Floorcoverings Retailing 1999
Central Statistics Office: Import/Export statistics
ABT/IDB/IFI: 1995 Market Opportunities
Miller Freeman Publishing: Cabinet Maker Supplements
1999/2000 and Housewares Magazine Tel: 0044 1732 377302
NI Family Expenditure Survey 1995-99: Ireland Household Expenditure Report 1994/5
Enterprise Ireland/LEDU/IDB: Business Libraries
PricewaterhouseCoopers: European Economic Outlook January 2000 Retail Development Survey February 1997
ICATA: Irish Clothing and Textiles Alliance
British Hardware and Housewares Tel: 0044 1604 622023 Manufacturers Association:
The Lighting Association: Tel 0044 1952 290905
Housewares Focus: Tel: 0044 208 6517117
Associated Independent Stores (AIS): Tel: 0044 121 7112200
Market Sources
P A G E 3 2
Enterprise Ireland: www.enterprise-ireland.com
Industrial Development Board for www.idbni.co.ukNorthern Ireland:
LEDU: www.ledu-ni.gov.uk
Central Statistics Office: www.cso.ie
PricewaterhouseCoopers: www.pwcglobal.com
Northern Ireland Statistics www.nisra.gov.ukAnd Research Agency:
British Apparel and Textile www.batc.co.ukConfederation:
ICATA, Irish Clothing and website under developmentTextile Alliance:
IBEC, Irish Business and www.ibec.ieEmployers Confederation:
Yellow Pages (NI): www.eyp.co.uk
Golden Pages (ROI): www.goldenpages.ie
Miller Freeman: www.mfi.com
E-tailers: www.linens-online.co.ukwww.letsbuyit.comwww.mfi.co.uk/mfihomeworks www.habitat.net
Mail-order companies: www.argos.co.uk www.mccord.uk.com www.kaysnet.com www.oceancatalogue.com
Useful Web Sites
Enterprise Ireland (EI) is theGovernment organisation withresponsibility for supporting thegrowth of the competitiveness, sales,exports and employment of localindustry in the Republic of Ireland.
The Industrial Development Board forNorthern Ireland (IDB) is responsiblefor stimulating growth withincompanies in Northern Ireland andattracting overseas investment.
LEDU, the Small Business Agency forNorthern Ireland, supports localeconomic development and promotesthe establishment and expansion ofsmall local enterprises, primarily in themanufacturing and tradeable servicessectors, whose employment isgenerally less than 50.
InterTradeIreland, Enterprise Ireland, the IndustrialDevelopment Board for Northern Ireland and LEDU wouldlike to thank all those buyers, distributors and industryexperts who contributed their time and expertise during thecourse of this study. It was most appreciated.
Report SeriesThis market profile is accompanied by a number of similarreports giving an all Ireland retail perspective on a range ofconsumer product areas.
The sectors covered are1 Domestic Furniture2 Contract Office Furniture3 Hotel Furniture4 Contract Fitted Furniture5 Housewares and Soft Furnishings6 Giftware and Jewellery7 Clothing and Footwear8 Small Kitchen Appliances (2001 Release)
An additional document giving an all Ireland analysis ofretail trends entitled “Ireland, A £20 billion+ Retail Market” isalso part of the series.
NoteThis report was researched for InterTradeIreland, EnterpriseIreland, the Industrial Development Board for NorthernIreland and LEDU by PricewaterhouseCoopers, Belfast.While every effort has been made to ensure the accuracyof information provided in this report, neitherPricewaterhouseCoopers nor InterTradeIreland, EI/IDB/LEDUcan accept responsibility for possible errors or omissions.
Photography: Courtesy of the Crafts Council of Ireland andShowcase Ireland Events Ltd.
This project is co-funded byEU Structural Funds.
InterTrade Ireland – Trade & BusinessDevelopment Body is committed toenhancing the economies of the island ofIreland through facilitating cross-borderand all-island programmes in partnershipwith key agencies and the business sectorat all levels.
The Old Gasworks Business ParkKilmorey StreetNewryCo. DownBT34 2DE
T: 028 3083 4100From Republic of Ireland use code (048)
F: 028 3083 4155
www.intertradeireland.comStg£20.00
IR£25.00